'I used to say that TCL air-conditioning is in existence, so the breakthrough of 10 million units, we are in this industry, may have the qualifications to enter. Anyway, we may be there any danger of being eliminated.' 'December 26, 2017, TCL Appliance Group CEO Li Shubin said in an interview with China Times.
The same day, TCL announced its annual sales volume of 2017 exceeded 10 million units.Li Shu-bin also announced the same day, the next three years, TCL air-conditioning to achieve annual production of 15 million sets of sales targets for the entire air-conditioning industry, the 2017 cold year is a bumper harvest Year.And aside the market trend, TCL air conditioning will be how to achieve their own small goals?
Domestic sales growth
In the one year, the sales volume of TCL air conditioners increased by 2.8 million units, an increase of nearly 40%. As of the end of the third quarter, the sales volume of TCL air conditioners reached 7.915 million sets, an increase of nearly 30% over the same period of last year.
The growth of domestic sales TCL air conditioner sales volume exceeded 10 million sets an important factor in the scale.
Li Shubin told China Times: "We used to rely on overseas markets to support the entire TCL air conditioners, and our overseas markets are doing better than the domestic ones." But this situation changed in 2017. Li Shubin said TCL Air Conditioning 2017 In the domestic sales accounted for 57%, overseas sales accounted for about 43%.
TCL Air Conditioning Chen Shulin, general manager of the "China Times" reporter said TCL air-conditioning growth is multi-faceted, multi-channel.He mentioned that in the Chinese market, TCL air-conditioning in many channels have seen an increase of more than 50%.
TCL air conditioning is also strengthening cooperation with the offline chain.
Chen Shaolin said TCL air conditioners have been and Gome, Suning and other offline physical retail stores to carry out strategic cooperation.According to "China Times" reporter understands, in September 2017, TCL and the United States signed the 2018 Cold Year 1,000,000 sales targets, which Equivalent to its current annual production and sales of 1/10.
In addition, TCL also restructured sales companies offline.
TCL air-conditioning sales leader in China Li Jun, "China Times" reporter, said the restructuring of the sales company, in principle, is to make the front-end marketers the masters, so that they face more flexibility in the market.He also disclosed that TCL Air conditioning is building 2C mode, 2017 TCL air-conditioning sales to their own consumers reached 5 billion.
It is noteworthy that for the air conditioning industry in 2017 is a bumper year.National Information Center previously released data show that the year 2017 China's domestic air conditioner sales in the domestic retail market up to 56.22 million units, an increase of 28.5%, an increase of sales 30.5%.
TCL air-conditioning also made a greater goal, I hope the next three years, air-conditioning production and sales can exceed 15 million units, then a higher level and Chen Shaolin also said: 'With 3 years, from 100 to 200 billion yuan business Leap
Li Shu-bin believes that the growth of air-conditioning with the stabilization and recovery of the economy as a whole, consumer upgrades and urbanization process is matched, China has a huge air conditioner market.In addition, he also believes that air-conditioning in the export market will have a lot of space. At the same time, TCL in the field of home appliances the most complete product layout, TCL appliances will be the future layout of the complete sets of home appliances solutions.
Layout 'semiconductor robot'
15 million sets of annual sales target also need to support the industrial chain to keep up.
At present, the domestic air conditioning giants are in the air conditioner compressor the core components of the layout.Grid's own compressor factory Zhuhai Lingda.In addition, Gree also spent 500 million yuan, holding its supplier of high-sea compressor Shares of 5% of the shares while the United States and Japan's Toshiba joint venture set up a compressor company Meizhi.
TCL is the third air-conditioning industry layout upstream compressor industry chain enterprises. TCL in 2004 and Taiwan's Chi-Chi Group, a joint venture set up air-conditioning compressor plant.According to "China Times" reporter has learned that Ruizhi compressor is The fourth largest compressor manufacturer, came in front of them are Meizhi, Lingda and sea. And Ruizhi compressor exports have been ranked first in the industry.
Li Shubin told China Times that the company's production capacity of Ruizhi Compressor is 17 million to 18 million units in 2017. In the future, its production capacity will be expanded to 22 million to 25 million units.He disclosed that Ruizhi has been in Jiujiang Planning a new plant, Jiujiang production capacity will be increased to 6 million units while the Swiss-Chi in Huizhou there are 6 million units in production capacity in Qingdao, there are 8 million units -1000 million units.
Li Shu-Bin also said that Ruizhi compressors in the TCL air-conditioning will not exceed the highest share of 60%. TCL air-conditioning will Lingda, Panasonic and other parties to the cooperation of the industrial chain.
In addition to the compressors, Li Shu-Bin also revealed to reporters in Huaxia Times that the TCL air-conditioning will be supporting the industrial chain layout in terms of intelligent and healthy products, including the control system, intelligent sensing and the layout of some health products. At the same time, he told China Times that the more important layout is in semiconductor robots. 'In the future, we will seek cooperation in the field of robotics, and even mergers and acquisitions or acquisitions. The core technological capabilities of this industrial chain layout, we know the next step must It's the semiconductor chip industry, "he said.
TCL Group's 2017 Third Quarterly Bulletin shows that the home appliance group with its air conditioning business as its core business realized a sales revenue of 13.34 billion yuan, an increase of 34.9% over the same period of last year. The household appliances group's revenue accounted for 16.2% of the total revenue.
Yang Jie, general manager of online industry that 10 million sets of household air-conditioning industry in China is a scale threshold, annual production and sales of 10 million sets, means that the production scale, quality, cost three dimensions have reached the industry-leading level. The total size of TCL air conditioners has reached the relative position of 'Paul five fight four'.
Industrial online statistics show that the current air-conditioning industry presents Greenery duopoly two duopoly pattern, and Haier, Oaks and TCL in the sales are the same belong to millions of camps.Industry online statistics from January to July 2017 Gree, Midea air-conditioning total sales were 27.31 million units and 22.4 million units, an increase of 49.23% and 52.28% respectively.
Li Shu-bin told the China Times: "I believe the air-conditioning industry will certainly be able to accommodate 20 million, 30 million and 50 million enterprises, and I think it will be able to accommodate the next batch rather than one. Therefore, we TCL There is still a very big chance. '